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The Strathprints institutional repository is a digital archive of University of Strathclyde's Open Access research outputs. Strathprints provides access to thousands of Open Access research papers by Strathclyde researchers, including by researchers from the Physical Activity for Health Group based within the School of Psychological Sciences & Health. Research here seeks to better understand how and why physical activity improves health, gain a better understanding of the amount, intensity, and type of physical activity needed for health benefits, and evaluate the effect of interventions to promote physical activity.

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Marketing orientation and its determinants : an empirical analysis

Avlonitis, George and Gounaris, Spiros (1999) Marketing orientation and its determinants : an empirical analysis. European Journal of Marketing, 33 (11/12). pp. 1003-37. ISSN 0309-0566

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Abstract

While a strong association between marketing orientation development and company performance has been established, the understanding of the marketing orientation remains unclear since some studies have suggested a philosophical nature for marketing orientation and some other studies concluded that marketing orientation represents a behavioural notion. As a result of this antithesis, research has not proceeded in the investigation on the factors that determine the degree of marketing orientation development. A study shows that marketing orientation should be conceptualised synthetically since it represents the integration of a certain culture with specific behaviour. It closely examines the major determinants of marketing orientation development. Although exploratory in nature, the study suggests that marketing orientation development is determined by company-specific, as well as by market-specific factors with the former having a facilitating effect and the latter a coercive effect.